| In the year 1970 Harley Davidson motorcycles were | | | | dumping cycles at predatory prices, Harley's |
| the only heavy weight motorcycle manufacturer in the | | | | management requested a tariff on imported |
| US. Because of this advantage they very quickly | | | | motorcycles This gave Harley's sales a chance to |
| dominated motorcycle sales.Because Harley only | | | | improve enough to become competitive |
| targeted the heavy-weight market it made it very | | | | once again.PLACE- Harley has been expanding |
| easy for | | | | overseas, to promote export growth |
| the Japanese competition to find their niche making | | | | they publish Harley Magazine in foreign languages and |
| light to medium-weight cycles. | | | | "stage beer and band fests |
| As a result Harley Davidson had to adjust it's | | | | that are adapted to the local culture." They only |
| marketing mix to meet the needs of its | | | | produced the Harleys at two American |
| customers.PRODUCT- When AMF (American | | | | plants and refuse to open overseas plants, maintaining |
| Machine and Foundry) acquired Harley | | | | that "limited production is |
| Davidson they "tripled the output" of Harleys, however | | | | necessary to keep quality high."1.They are putting |
| "they lost control of | | | | more emphasis on sales of parts and accessories. |
| product quality." As a result, "Harley's reputation | | | | Many of their customers are interested in customizing |
| suffered as its bikes became less | | | | their bikes in order to |
| dependable." In order to avoid financial ruin they | | | | express their individuality. They also changed their |
| "attacked the quality problems" with the | | | | image from "bad-boy" in the 1970s to a way to |
| product. They improved Harley's facilities and | | | | express yourself and escape from weekday |
| production process. They also "adopted | | | | pressures. This attracted a new type of |
| statistical controls and employee involvement | | | | motorcycle rider. They also expanded their product |
| programs to improve quality." In another attempt | | | | line to include their Motor clothes |
| to improve their product, they built the motorcycles | | | | apparel line attracting a new market of customers |
| with a new V-twin engine developed | | | | who don't necessarily drive Harleys. I think |
| for improved reliability. They also solicited their | | | | that these steps have been successful, since they |
| customers at rallies for their | | | | have increased their revenues, not |
| suggestions and complaints. They also started putting | | | | only by rebuilding the company's image, but also by |
| more emphasis on sales of parts | | | | creating a whole new line of products |
| and accessories, and introduced an apparel | | | | that created new customers and created the |
| line.PROMOTION- In order to promote their new | | | | exclusive image that is Harley Davidson.2.Some people |
| improved product Harley | | | | aren't willing to wait for a product, this probably |
| Davidson started a Harley Owners Group (HOG). This | | | | results in some lost revenue for Harley Davidson. If |
| built closer relationships with | | | | they were to open new plants, I don't |
| customers, keeping HOG members involved with | | | | think that it would hurt the quality. I think that it would |
| Harley Magazine and sponsoring weekend | | | | help increase their sales by |
| rallies often along with concerts. These events | | | | being able to meet the demand of their customers. |
| offered their customers a way to | | | | Not a lot of people are able to afford the |
| "express their individuality" and "as an escape from | | | | expensive bikes, if they were to open a new plant it |
| weekday pressures" promoting the | | | | may also reduce the cost of the |
| "Harley lifestyle"PRICE- Facing financial ruin, Harley | | | | bikes, which would also create a new demand for the |
| had to bring their costs under | | | | bikes. People who weren't able to afford |
| control. They did this by downsizing the organization, | | | | it before would be able to therefore increasing |
| cutting salaries and perks, and | | | | sales.Mary Anne Winslow is a member of Essay |
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| Japanese competitors were using | | | | |